ABSTRACT
PR is not going to disappear from UK public life. As done by organisations, groups and individuals, it is an expression of structural features in our society. It is a comunicative consequence of liberal, democratic, market-orientated, capitalist societies. It cannot be un-invented. It can, however, be better understood for the benefits and costs it brings to citizens and consumers, to the powerful and to the powerless. That understanding leads to the case for reform because PR too easily slides in intent and consequence towards manipulation and propaganda, what Boorstin has called 'appealing falsehood' .1 At its worst, PR is in an abusive relationship with the public. Instead, PR should play a part in emancipation rather than manipulation. It needs reform because much of today's public debate goes through it. A beneficial PR will improve the context and the content of that public debate. It will be used by less powerful interests in UK society in order to bring a better balance with the most powerful.2 It will benefit citizens and consumers by employing more reasoned persuasion. It will be societally beneficial.
